Allan Starr of Marketing Partners in Phoenix (www.marketingpartnersaz.com) always has advice on marketing strategies that hit home in a simple and easily understood way. A recent blog item of his points out that many marketing types don’t get the simplicity of saying something in a better way and not a boring way in their messages for clients.
A marketing message must “cut through the clutter” and ditch the boring sameness in order to be effective. Too many messages claim excellent service, quality assurance, dependability or good people and mostly the claims are true. However, Starr points out, sometimes the claims are not true. Starr says marketing must make relevant claims, ones that go beyond the overused and worn adjectives such as bigger, better, faster and guaranteed to last.
“Key point: the relevance of product and service claims must be based on products and services worthy of them,” writes Starr. “Recognizing what is a relevant claim normally comes about through the experimental process of winning, and losing business based on the ability, or inability, to back them up.”
Brevity is imperative in backing up marketing claims and Starr says you need to state why someone should buy your product or service that is relevant to their needs. He calls this adding the “because clause.” “What this key move does is to give prospects a reason to believe our product or service actually is better than others,” Starr writes. “They must believe our claims and believe in their worth enough to make it sufficiently attractive to them to respond with a phone call, visit or similar fact-finding action.”
Starr believes if a prospect is not sold from the outset on the relevance and value of claims and prices enough to buy a product or service then a prospect is lost to another company. He urges companies to entice prospects to explore the possibility of buying and to do so marketing has to open the prospect’s mind to what is to be purchased.